Brands are shifting their focus to the customer experience. How does this shape the social media manager’s role? According to a recent Forrester study, 79% of brands named improving the customer experience as their top concern. Here are six strategies that can help social media managers bring customers an outstanding brand experience.
Connect with audiences emotionally
Whether you’re Tweeting content or responding to a customer service request, forge an emotional connection. The Harvard Business Review agrees: “Our research across hundreds of brands in dozens of categories shows that the most effective way to maximize customer value is to move beyond mere customer satisfaction and connect with customers at an emotional level.” How can your content tap into customers’ deeper concerns, motivations, and needs with your Tweets?
Focus on building conversations
Don’t just broadcast company updates or share fun content. Use Twitter to build conversations and create deeper engagement around the topics that matter the most to your audience.
Here are a few ways you can build conversations:
Know your brand’s story, customers, and goals
It’s important that social media managers really understand the brand and target audience. Take time to dive into the customers’ journey at your business. Ask how you can create content, engagement, and support strategies that align to different stages, from brand discovery to driving purchases.
Recognize that timeliness matters
One study showed that people who complain on Twitter want responses within an hour. Timeliness matters. Social media managers need to stay connected to what's happening on Twitter. Use dashboards that allow you to track brand mentions, including common misspellings, and relevant keywords so you can respond to positive and negative feedback in a timely way.